If you’re sick of leads piling up in your CRM (or worse, slipping through the cracks), you’re not alone. Manual lead assignment is slow, error-prone, and frankly, a waste of your time. If you’re using Leadinfo, there’s a better way: automate it. This guide is for sales managers, marketers, and anyone trying to get leads to the right people—fast—without paying for yet another overhyped “productivity platform.”
Let’s get into it.
Why bother automating lead assignment?
Before we get into the how, a quick reality check:
Manual lead assignment is a pain:
- It’s slow. People forget.
- Leads wait in limbo, sales reps grumble, and deals die quietly.
- Bias creeps in (who gets the “good” leads?).
Automation isn’t magic, but it’s better:
- Leads get routed instantly.
- Everyone knows who’s responsible.
- No one’s spending their morning sorting spreadsheets.
But:
- Automation only saves you time if you set it up right.
- Overcomplicating things usually backfires.
So, let’s keep it simple and focus on what actually works in Leadinfo.
Step 1: Get clear on your lead assignment rules (before you touch the software)
Don’t just jump into settings and start clicking. Spend 10 minutes answering these:
- Who should get which leads? (By territory? Industry? Company size?)
- Do you want to round-robin leads, or assign based on expertise?
- Are there “VIP” leads that need special treatment?
- What’s your backup plan if someone’s on vacation?
Pro tip:
Write down your rules in plain English first. If you can’t explain them to a new sales hire, they’re too complicated.
Step 2: Prep your Leadinfo account
You can’t automate what you haven’t properly set up. Double-check:
- Your team members are added with the right roles and permissions.
- Your custom fields in Leadinfo match what you care about (e.g., territory, industry, lead source).
- You’ve connected your CRM (if you want leads to sync automatically).
Honest take:
If your Leadinfo setup is a mess, stop here and clean it up. Automation won’t fix chaos—it just makes it happen faster.
Step 3: Use Leadinfo’s built-in lead assignment features
Leadinfo gives you a few ways to automate lead assignment. Here’s what’s worth your attention:
A. Automatic lead assignment via triggers
Leadinfo has a “Triggers” feature. Think of triggers as “if this, then that” rules for your leads.
What you can do:
- Assign leads based on criteria like industry, location, company size, or any data Leadinfo picks up.
- Send notifications to specific team members or groups.
- Push leads directly to your CRM, already assigned.
How to set up a trigger: 1. In Leadinfo, find the “Triggers” section (usually under Settings or Automation). 2. Create a new trigger. 3. Set your conditions (e.g., “Company is in Germany” or “Industry is SaaS”). 4. Choose the action: assign to a user, notify a team, or send to CRM. 5. Save and test it.
What works:
- Assigning by clear, data-based rules (territory, industry).
- Simple round-robin (if you only care about even distribution).
What to watch out for:
- Triggers can overlap. If you’re not careful, a lead could get assigned to multiple people, or to no one.
- The more triggers you make, the harder it gets to debug when something breaks.
B. Round-robin assignment (the honest truth)
Leadinfo doesn’t have “true” round-robin like some CRMs, but you can fake it with a bit of creativity:
- Set up multiple triggers with rotating team members as the recipient.
- Use third-party tools (like Zapier or Make) to cycle through assignments if you need something fancier.
Reality check:
If you have more than 5 reps and want dead-simple round-robin, Leadinfo’s native options can feel clunky. Don’t force it—sometimes one “catch-all” trigger to a group inbox is easier.
Step 4: Triage and sync leads with your CRM
The best automation doesn’t just assign leads in Leadinfo—it gets them into your sales team’s workflow.
Connecting to your CRM:
- Leadinfo integrates with many CRMs (HubSpot, Salesforce, Pipedrive, etc).
- In Settings, look for “Integrations” and connect your CRM account.
- When you set up triggers, make sure the assigned user in Leadinfo matches a user in your CRM (otherwise, assignments can break or go missing).
Pro tip:
Test the sync with a dummy lead before you roll out to your whole team. Missing leads = angry sales reps.
What works:
- Assigning and syncing leads to the right owner in your CRM.
- Using CRM workflows (like automatic follow-up tasks) on top of Leadinfo’s assignment.
What to ignore:
- Overengineering: Don’t try to build a Rube Goldberg machine with 20 steps. The more moving parts, the more ways it can fail.
Step 5: Set up notifications (but don’t annoy people)
Automation is useless if your team doesn’t know they’ve got new leads. But too many notifications and people start ignoring them. Here’s how to strike a balance:
- Use Leadinfo’s built-in email or Slack notifications for new lead assignments.
- Only notify the person who’s actually responsible for the lead.
- Batch notifications (e.g., daily summaries) if your team gets a lot of leads.
Honest take:
If your reps complain about “too much noise,” listen to them. Volume ≠ urgency.
Step 6: Test, monitor, and tweak (automation isn’t “set and forget”)
No matter how clever your rules, something will go wrong. Common issues:
- Leads assigned to the wrong person because the trigger logic was off.
- Leads not assigned at all (usually because of missing data or overlapping triggers).
- Sync breaks between Leadinfo and your CRM.
How to fix it: - Run a test batch of leads and check the assignments. - Ask your team for feedback in the first week (“Did you get the right leads? Was anything missed?”). - Adjust your triggers and notifications as needed.
Pro tip:
Set a calendar reminder to review your lead assignment rules every quarter. Your team changes, your market changes, and your rules should too.
Step 7: Avoid the common pitfalls
Here’s what trips most teams up:
- Overcomplicating rules: The more conditions you add, the harder it is to troubleshoot.
- Ignoring exceptions: There will always be weird leads that don’t fit your rules. Have a backup plan (like a catch-all “Unassigned” bucket).
- Not involving your team: If your sales reps don’t like how leads are assigned, they’ll find ways around your system (and you’ll be back to square one).
What actually works:
- Keep your rules simple and transparent.
- Start with the basics, then layer on complexity only if you need it.
- Get buy-in from the people using the system every day.
Wrapping up: Keep it simple, and focus on what matters
Automating lead assignment in Leadinfo is mostly about common sense: get clear on your rules, set up the basics, and don’t let things get out of hand. The fancy stuff is nice, but most teams just need leads to land with the right person—fast. Start simple, test your setup, and tweak as you go. If something feels more complicated than it’s worth, it probably is.
Your goal: less busywork, more selling. That’s what automation should actually deliver.